Yesterday we learned that Disney-owned Marvel would be taking to Disney-owned ABC series The View to announce an all-new “title” and while there was a glimmer of hope for a movie or TV announcement given the target demographic, the timing was odd with Marvel Studios set to unveil the latest on the film side next week at San Diego Comic-Con. Instead, as many suspected, Marvel announced something comic related, something “thunderous.” And it was. The new title is a new Thor, a female Thor.

That’s right. For the first time ever, a female hero will wield the power of the mighty Mjolnir. It’s new character and readers will earn where she came from and how her history ties into Asgard and the rest of the Marvel Universe this October with the re-launch of Thor: God of Thunder, written by Jason Aaron (Thor: God of Thunder, Original Sin) with art from Russell Dauterman (Cyclops).

Here's the official announcement:

Marvel is excited to announce an all-new era for the God of Thunder in brand new series, THOR, written by Jason Aaron (Thor: God of Thunder, Original Sin) complimented with art from Russell Dauterman (Cyclops).

This October, Marvel Comics evolves once again in one of the most shocking and exciting changes ever to shake one of Marvel’s “big three” – Captain American, Iron Man and Thor – Marvel Comics will be introducing an all-new THOR, GOD OF THUNDER. No longer is the classic male hero able to hold the mighty hammer, Mjölnir, a brand new female hero will emerge will who will be worthy of the name THOR. Who is she? Where did she come from and what is her connection to Asgard and the Marvel Universe?

“The inscription on Thor's hammer reads ‘Whosoever holds this hammer, if HE be worthy, shall possess the power of Thor.’ Well it's time to update that inscription,” says Marvel editor Wil Moss. “The new Thor continues Marvel's proud tradition of strong female characters like Captain Marvel, Storm, Black Widow and more. And this new Thor isn't a temporary female substitute - she's now the one and only Thor, and she is worthy!”

Series writer Jason Aaron emphasizes, “This is not She-Thor. This is not Lady Thor. This is not Thorita. This is THOR. This is the THOR of the Marvel Universe. But it’s unlike any Thor we’ve ever seen before.”

THOR is the latest in the ever-growing and long list of female-centric titles that continues to invite new readers into the Marvel Universe. This female THOR is the 8th title to feature a lead female protagonist and aims to speak directly to an audience that long was not the target for Super Hero comic books in America: women and girls.

The news comes just a week after Marvel officially announced a new Captain America coming this fall, a new character other than Steve Rogers and Bucky Barnes who will wield the iconic star-spangled shield as Rogers loses the effects of the super soldier serum that kept him young and strong.

The PR angle is to address concerns over lack of female characters in the genre and the official announcement is quick to point out that the new Thor is the 8th title to feature a lead female protagonist and the move was designed to appeal to women and girls to expand the audience of the books. On the film side, with Wonder Woman set to be introduced in Batman V Superman: Dawn of Justice in 2016 and still no female-led Marvel movie in sight (that could theoretically change next week if Marvel Studios announces Ms. Marvel), the timing is crucial to introduce some diversity to Marvel’s headlining characters.